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Create segments to organize subscriber data
Create segments to organize subscriber data

Get better insights into your subscriber list and referrals with customized segments and analytics.

Manuel Frigerio avatar
Written by Manuel Frigerio
Updated over a week ago

In SparkLoop, you can create custom reports and get real insights into what is working (and what isn’t) in your referral campaigns using segments.

By organizing your subscribers into segments, you can generate data that allows you to think about questions such as:

  • How many referrals did a particular advocate make in the last month?

  • How much revenue are we generating through referrals?

  • How effective are our rewards?

  • Which partners are bringing in the most referrals and how frequently?

As the old saying goes, what gets measured gets improved. Understanding how a campaign is performing is key to improving it.

Through segments, you can get unique insights into your referral program and do a deep dive into each individual metric.

Default segments

There are three default segments already created for you in your SparkLoop dashboard. To view them, click on Subscribers and select the dropdown menu next to All subscribers.

In addition to your complete list of subscribers, you can also quickly see the following segments:

Advocates: This is a list of people who have referred at least one new person to your newsletter.

Referrals: A list of successful referrals that have been made, that is, the email addresses of all the people who signed up to your newsletter after being referred by a friend.

Pending referrals: People who have signed up for the newsletter but need to be manually approved in order to be counted as referrals.

How to create a new segment

To create a segment, simply go to your SparkLoop dashboard, click Subscribers, hit the New Segment button and select your filters.

You have the following options to choose from:

Acquisition channel

This filter allows you to create segments based on how subscribers signed up for your newsletter. You can choose between organic, referral, and partner, enabling you to create segments of subscribers who were acquired through each of those individual channels.

Anti-fraud status

SparkLoop’s best-in-class anti-fraud settings allow us to detect referral fraud and make sure your subscribers don’t win rewards by cheating. You can also create segments of subscribers who’ve been verified, are unverified, have been rejected or are still pending.


Want a breakdown of which device your subscribers are using to interact with your newsletter? You can create segments for subscribers on mobile devices, tablets, or desktops.

Email address

Want to create a segment of subscribers that have a specific email address or are using a certain domain? This is the option to use.

Referral count

Perhaps you want to make a list of subscribers who have referred more than 10 new subscribers so you can send them a personalized thank-you message. Or maybe you want to find out how many people stopped making referrals after their first one so you can motivate them to bring in more of their friends. This filter will help you create those segments. You can drill down even deeper by sign-up date and UTM parameters.

Referral revenue

It can be helpful to track the revenue generate by your referral program in total or by your top advocates in particular. Creating a segment using this filter allows you to see which advocates have generated a certain amount of revenue through the subscribers they’ve referred.

Referral traffic

To segment advocates by the amount of referral traffic they’ve generated, that is, the number of clicks to their referral link, you can use this filter. You can get super specific with date of visit and UTM parameters.

Revenue tracked

While the “referral revenue” filter allows you to track the revenue generated by subscribers brought in by a specific advocate, the revenue tracked filter allows you to segment subscribers by the revenue generated by each individual subscriber.


This filter allows you to segment your subscribers by the rewards they’ve won. For example, if you’re offering a $99 coupon for subscribers who’ve made 5 referrals, you can create a segment of subscribers who have received that $99 coupon.

Subscribed at

Want to create a segment of subscribers who joined before, after, or on a certain date? This is the filter to use.

Subscriber status

SparkLoop syncs with your ESP, which means that any new subscribes and unsubscribes are updated in SparkLoop automatically. Deleted and unsubscribed contacts will continue to show up in SparkLoop, however, to preserve historical data and for anti-fraud protection. This filter allows you to create segments of subscribers who are active or unsubscribed.

Time to first referral

How long did it take for your subscriber to generate their first referral? This filter helps you create a segment to show just that.

UTM campaign

If you’ve set UTM campaign parameters to understand where each new subscriber is coming from, this filter will help you create a segment of subscribers who’ve signed up within that campaign.

UTM source

Within your UTM campaign, you can create a segment of subscribers coming through a specific UTM source.

⚠️ Tip: These filters can be mixed and matched. For example, if you want to know many new subscribers in the last month won a reward, you’d use the "Rewards" and "Subscribed at" filters to arrive at that segmented list.

Populating segments

Once you create a new segment, SparkLoop will go through your entire subscriber list to see which subscribers fit the segment criteria.

This is a process that can be almost immediate for smaller lists of 5,000 users, but can take several hours if your subscriber base ranges in the millions.

Once the segment is populated, however, all changes happen immediately and in real-time.

⚠️ IMPORTANT: Any time you create a new segment or add a filter to an existing one, SparkLoop needs to repopulate that segment, which can take minutes or hours depending on your list size.

That’s it. Once your segments are populated, they will automatically be updated and ready for you to look through any time.

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